大型多人線上角色扮演遊戲的個人化服務設計可解釋為遊戲廠商與玩家之間的獨特互動，係指針對不同玩家的需求與分析，提供相對應的遊戲設計或互動服務，玩家可以在過程中營造出獨特且貼心的遊戲經驗。本研究藉由文獻整理與現況分析釐清大型多人線上角色扮演遊戲中的個人化服務與設計，利用電腦網路問卷調查了解國內玩家對於線上遊戲中個人化服務設計之需求，最後經由業界專家的深度訪談，探討遊戲廠商對於個人化服務設計的因應策略。研究結果顯示線上遊戲中的個人化應用是真實生活經。驗的體現，將現實生活中人與人之問的互動經驗轉移到線上遊戲中，而個人化的核心則在鈴目標族群的分析上，須因應不同玩家提供相對應的設計，才能符合其需求。隨著市場本身的發展以及技術上的提升，個人化服務設計將是未來大型多人線上角色扮演遊戲的應用趨勢，遊戲廠商若能應用個人化之優勢掌握玩家需求，必能從激烈的線上遊戲競爭中脫穎而出。

The design of personalized services in a MMORPG (Massively Multiplayer Online Roleplaying Game) can be viewed as a unique interaction between a player and a service provider. According to different requirements and profile of each player, a service provider could provide corresponding design or interactive service, so that the game can provide online players an individual and exquisite experience. This research outlines the personalized services designed in a MMORPG at present based on a literature review. A web questionnaire is conducted to investigate the domestic players' needs for personalized services in a MMORPG. The result of this research reveals that personalization in MMORPG should reflect on real-life experience, which is to shift experience of interaction in the real world to a virtual MMORPG world. Moreover, the core of personalization shall be focused on an analysis of target user groups, which could provide diverse design modes to meet different players' needs. With the market growing and techniques progressed, the design of personalized services will be a trend for developing a MMORPG in the future. The producers must catch up with this trend in order to stand out in the extremely competitive market of MMORPG.